La Confédération des Buralistes
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THE EMBLEMATIC CARROT IS TRANSFORMED
They say perception is reality… When you’re a tobacconist, that’s a problem. The goal of our work was to transition these tobacconist locations to locally useful businesses.
The emblematic carrot is transformed, loses its tobacco mention and is dyed / dressed in a Blue White Red color. Valuation of the usefulness that a tobacconist can have in the daily life of the French.
A tobacconist is much more than just a tobacco or gaming store. A multitude of offers and services are present in his point of sale such as the post office, banking offer, state offer (cashing of public treasuries) etc. The challenge of this transformation is to make this change visible.
REDESIGNED POINTS OF SALE
A unique and comprehensive system to support and manage the transformation of 24,500 independent French tobacconists.
"From Tobacco Retailer to Local Utility Retailer" Strategy of offers and services, support, branding, retail
REVITALIZE A NETWORK OF POINTS OF SALE?
24,500 tobacconists depending on commissioned activities and new anti-smoking regulations.
10 million daily customers
The National Confederation of tobacconists, thanks to its role as a facilitator of the profession, supports the network and has obtained a fund of 100 million euros over 4 years to enable the profession to transform itself and develop new activities with a margin, which are essential to their survival.
GIVE MEANING TO THE PROFESSION
A new retail architecture for the stores and unique brand assets to unite tobacconists behind a common identity. An identity and a positioning designed to accelerate change by making this confederation of independent tobacconists a real network of tobacconists to reinforce their role as a public service. A transition that we have managed in depth, by proposing new business models to revitalize their activity and their role as a local player.
A DEDICATED BRAND FOR TAILOR-MADE SUPPORT
We have put in place an exceptional organization and process, including developing an internal brand to advise tobacconists: Transformation Buralistes.
Transformation buralistes is a project manager, a telephone platform managed by 3 account managers, and a dedicated information site. This hotline makes it possible to answer hundreds of
questions every day and to follow the files of the tobacconists wishing to call upon the transformation funds in an individualized way
to call on the transformation funds: composition of files, assistance with audits, advice on
audits, advice on transformation projects and on the work to be undertaken...
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A RECRUITMENT SYSTEM
Creation of transfo lab, representation of a point of sale created on the annual trade show of tobacconists the Losange Expo. A stand that brings together the key retail markers on a real scale. Information system for tobacconists but also for historical partners (FDJ, PMU, customs, tobacco industry players).
WITH YOU EVERY DAY: A MEDIA CAMPAIGN BY TOBACCONISTS
While the network of tobacconists has been undergoing a profound transformation since 2018, it was time to inform the French about the new role and positioning of the 24,000 tobacconists in the country with a first media campaign. After having accompanied the Confederation for 3 years on its new positioning and its retail concept, the agency was entrusted with the realization of this communication campaign whose signature "With you every day" expresses this evolution that the tobacconist network is undergoing.
Much more than just tobacco shops, the 24,000 establishments that make up the network have become real local businesses, a daily reference point for many French people through the multitude of offers and services that the network provides to its customers.
The new signature uses the famous carrot in a typographic way, mixing the A and the V to recall the emblem of the profession.
Translated with www.DeepL.com/Translator (free version)
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A REPORTAGE IN THE HEART OF THE TERRITORIES
For two months, a photographer (Nicolas Lascourrèges from La Company), supervised by the Dragon Rouge agency, went to the heart of the territories to capture moments of life, work and sharing captured in these local shops to highlight the human values, proximity, commitment and conviviality carried by the campaign. This is a way of highlighting the uniqueness of a network of shops that is unique in France.
5 TOBACCONISTS TO EMBODY THE CAMPAIGN
To embody the campaign and this new generation of local merchants,
5 tobacconists have been selected from all over France: Lynda, Stéphane, Julien, Adeline and Arnaud.
They represent each in their own way the diversity of the network and the commitment that tobacconists show to their customers in a France that is rural, border, tourist, entrepreneurial, dynamic, ...
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